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The Web Trap

Those who are in the business of building web sites for associations and non-profits generally take a view that is much too narrow, have a penchant for the latest toy, and generally favour complexity over simplicity.

In this installment of Clarity...by AXI, we will provide an alternative view on those three issues.

The Broad View

The technology companies focus on building the technology of the web sites. If you think about it, that should be the least important aspect, plus it is a common service that is easily accessible from various sources.

Form follows function. That means that the purpose for the site, and the content to be contained on the site are the most important issues to be addressed. This can best be addressed by developing a web plan.

The web plan not only addresses the purpose and content of the site, but also layout, functionality, and ease of navigation. 

Also, it does not matter how good the purpose, content and technology of the site is, if nobody visits the site, and returns, the site will not achieve the desired result. The methods to attract new and returning visitors to the site should also be part of the web plan.

Finally, a web site needs to be nurtured (by keeping it current, adding new content and functionality, cleaning up old information, fixing problems as needed, and evaluating performance) or visitors won't return. This focuses on growing and developing the site, and not solely maintenance. This should be a significant aspect of the web plan as it will incur costs and consume resources on an ongoing basis.

Then and only then do we get to where the typical company wants to start. No wonder many web sites turn out to be too expensive and do not achieve the desired results.

Tools...yes; Toys...no

The ongoing development of web tools and functionality is astounding. Many have very valid uses, and where applicable, can improve a site. Where applicable means that there is a need for that functionality.

Unfortunately, these valuable tools become toys. They get added to web sites, but not because of any compelling need. A good example is flash animation. It has many valuable uses, but one of them is not to force visitors to endure a video before they can see your site (and a skip intro button is not good enough....if you want a video, then make it a choice available from your home page). Another misuse of flash animation is the irritating graphic floating and or otherwise moving about the page.

With all due respects to a former Canadian prime minister, a good philosophy is "trendy tools when necessary, but not necessarily trendy tools". 

More Simplicity

The functionality and design of many web sites could be accomplished with significantly less complexity....and cost. Significant functionality is built into common off-the-shelf web authoring software.

In addition, while the functionality of the off-the-shelf software may fit the organization's needs, the design capabilities typically fall short. No problem....the design can be created by a professional using the appropriate technology, but the content and web site can be managed and maintained using a common off-the-shelf software product.

A pleasing look to the site does not mean a complex site. In fact, using technology such as server side includes and cascading style sheets can produce sites that are both beautiful and simple! And off-the-shelf software can still be used to nurture and maintain the site.

While web developers contribute to this problem, so do association clients. When defining requirements related to functionality, be flexible. If 90% of the functionality can be achieved at a fraction of the cost and complexity, then is it not worth it to see if the organization can do without the remaining 10% functionality?

The only way to build a simple web site that is easy to maintain, and easy to navigate, is to demonstrate a significant bias towards simplicity. Make it a key deliverable in your next web project.

Don't get caught in the web trap. Your web site should be working for you, and not the other way around. If you think about it as a satellite office (which happens to be on-line but serving everyone everywhere all the time), you will more likely avoid the problems identified above. After all, when was the last time that you were talked into forcing everyone to watch a movie before they came through your office door?

The information provided in Clarity....by AXI serves one very important purpose - to provide readers with sufficient understanding of an issue so that they are able to identify potential issues within their organization and then, when necessary, discuss, challenge and question the advice of their internal or external paid advisor related to that issue as it impacts their organization. With that purpose in mind, we will provide information in very clear, non-technical language and we will use the word "generally" and its synonyms a great deal.  Much of the complexity of technical and/or legal topics relates to the language used and the need to address every conceivable and obscure exception. This column is for information purposes only, and AXI will not be responsible for any errors or omissions...consult your paid advisor before acting.

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